editor at "the wall street journal," dennis, everyone has had their turn to guess. it's now your turn. what do you think it is? >> i'm going to go with some sort of hand-fisted advertising support tool, marketing enhancement, really kind of boring stuff kind of announcement, carl. i'm sorry. >> why something that it not a little more exciting or a little more direct. >> as julia boorstin reported out, why not livestream this. if this was really a facebook phone or os, you'd want actual images. you'd want to create that type of vibe and momentum. this is going to be a little more low key and for that reason, at least reading from the metafactors, i think it's a little something unexciting. >> interesting, isn't it it, whether it's been intentional or not, they have timed this pretty well. the stock we know has done well. the flows apparently are coming in from people selling apple. even though that some say facebook is losing its cool factor, there is probably no better time to do this than today. >> no, it's a nice moment. long term getting into searches is a much m